Peperami Launch Their Crowdsourced Television Ad
Daniel Neville
Last year during October and November we hosted an amazing brief from Unilever Foods UK for one of their brands called Peperami. The brief eventually ended up producing an Idea Bounty first when two winners were picked - Kevin Baldwin and Rowland Davies. Together Kevin and Rowland collectively walked away with $15,000 for two television and one print ad Ideas. The Peperami brief also marked the highest Bounty ever paid out for a brief - never mind the fact that there were 100 runners up too!
Comments
@K
A very fair comment - one of the things we have always believed at Idea Bounty was that the real value of an Idea is in its execution - not to say there is no value in the Idea itself or we would not be handing out Bountys of $5000 +
Once an Idea has been bought off a brief on Idea Bounty it is up to the client and their agency or selected production partner to execute and craft the Idea into the finished product - something which have pointed out is VERY important if not the most important bit.
In this case a production company called BPL marketing (bplmarketing.com) were responsible for taking the Idea and turning it into the ad you see.
Ultimately what we are aiming to do with Idea Bounty is to enable the sourcing of great Ideas using crowdsourcing which would in turn leave more money or budget to pour into executing a really great campaign. I only hope in the future that agencies and clients will work together on briefs - like you say it IS important to have the experience of the agency to help identify cool idea that will work and then make them work well through some brilliant execution.
K on 20/08/2010
Congratulations again to the winners.
But watching the TVC reminds me of something I've been wondering for a while when it comes to executing a crowdsourced idea.
In the usual client-agency relationship, it's the agency people who're responsible for making sure the final product is faithful to the idea. (Or, as it often happens, turns out better than what was originally planned.)
My question is, who did all the (very) necessary quality checks for this TVC? As people working the industry well know, leaving it to the clients usually results in something much less than optimal - which, in my humble opinion, seems to be what happened here.
Quality - and in this context, quantity - of ideas is one thing. Execution is quite another.